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Erfolgsfaktor Internationalisierung: Eine empirische Analyse der Breite und Geschwindigkeit der internationalen Markteinführung pharmazeutischer Innovationen von Folgern

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Zusammenfassung

Obgleich international tätige Unternehmen in der globalen Ökonomie allgegenwärtig sind, lassen sich in der theoretischen und empirischen betriebswirtschaftlichen Forschung nur wenige Beiträge finden, die die Vor- und Nachteile internationaler Markteintrittsstrategien empirisch untersuchen. Dieser Aufsatz zeigt, wie (1) die Breite der Internationalisierung und (2) die Geschwindigkeit des internationalen Markteintritts direkt und moderierend den Marktanteil neuer Produkte in der pharmazeutischen Industrie beeinflussen. Die Ergebnisse deuten darauf hin, dass Manager, die ihre Neuprodukte bereits in mehrere große internationale Märkte eingeführt haben, einen höheren Marktanteil in den neuen Ländermärkten realisieren können. Erreicht wird dieser Effekt vor allem durch die Reduktion des Nachteils eines späten Markteintritts und durch eine höhere Wirkung des Marketings. Für Manager von Folgerprodukten bedeuten diese Erkenntnisse, dass eine sequenzielle Markteinführungsstrategie (Wasserfallstrategie) in große, bereits von Wettbewerbern erschlossene, internationale Märkte deutlich mehr Erfolgspotenzial bieten kann, als eine schnelle, parallele Markteinführung (Sprinklerstrategie).

Summary

This paper analyzes how the scope and speed of internationalization have direct and indirect effects on market share. The analysis suggests that managers benefit from a broad but slow introduction of the new product into many large national markets. The expected market share in the focal product market will be higher under such circumstances. This positive effect is due to a reduction of systematic market share disadvantage that arises from late market entry and an increase in the efficiency of marketing spending. We provide arguments for these effects that are based on consumer and organizational learning theories.

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  1. Lehrstuhl für Innovation, Neue Medien und Marketing, Institut für Innovationsforschung, Christian-Albrechts-Universität zu Kiel, Westring 425, 24098, Kiel, Deutschland

    Marc Fischer

  2. Lehrstuhl für Marketing und Medienmanagement, Institut für Marketing und Medien, Universität Hamburg, Von-Melle-Park 5, 20146, Hamburg, Deutschland

    Michel Clement

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Fischer, M., Clement, M. Erfolgsfaktor Internationalisierung: Eine empirische Analyse der Breite und Geschwindigkeit der internationalen Markteinführung pharmazeutischer Innovationen von Folgern. Schmalenbachs Z betriebswirtsch Forsch 59, 847–881 (2007). https://doi.org/10.1007/BF03371725

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